How to Use This Book
Frequently Asked Questions
Foreword
Introduction
CHAPTER 1
Mapping the Story
Making Things Go BOOM!
Why Story?
CHAPTER 2
How Story Works
Story Has a Structure
Building Products with Story
CHAPTER 3
Concept Stories
What Is a Concept Story?
How Concept Stories Work
Avoiding the Anticlimactic
Supporting the Story
Mapping a Concept Story
Finding the Concept Story at FitCounter
CHAPTER 4
Origin Stories
What Is an Origin Story?
How Origin Stories Work
Mapping an Origin Story
Case Study: Slack
Case Study: FitCounter’s Origin Story
CHAPTER 5
Usage Stories
What Is a Usage Story?
How Usage Stories Work
Case Study: Twitter
Mapping the Usage Story
How Big Should Your Story Be?
Case Study: FitCounter
CHAPTER 6
Finding and Mapping Your Story
Listen
Use the Smile Test
Measure
Case Study: SmallLoans—a Cliffhanger
Innovate: What If?
Borrow: Stories as Proofs of Concept
CHAPTER 7
Using Your Story
Illustrate Your Story with Strategic Tools
Write Your Story
Act It Out
Elevator Pitch
Putting It All Together
CHAPTER 8
Rules of Thumb
Stories Are Character-Driven
Characters Are Goal-Driven
Goals Can Change
Goals Are Measurable
Conflict Is Key
Math Is Fun
Choose Your Own Adventure
Make Things Go Boom!
Index
Acknowledgments
About the Author
